In an effort to curb the perception about the decline of newspapers, industry body The Newspaper Works recently commissioned research to understand of the relationship between consumers and newspapers and their websites, editorial and advertising content, and how they compare with other media.
The first part of the two part report entitled 'Newspapers Today' was released earlier this month. In summary the report found that consumers devote more concentration to newspapers than any other medium; newspapers continue to set the news agenda; and in an environment of media overload, newspapers and their content command the most trust and respect among Australians.
Here are some of the findings reported in the media release about the report:
-90% of people pay full attention when reading a newspaper compared with just 50% for TV, whilst readers are more than three times as mentally engaged and focused than when they listen to the radio.
-33% of consumers believe newspaper content is the most respected, compared with 17% for TV, and 13% for radio
-36% of consumers feel not only better informed but also educated by the content they read in newspapers, compared with 29% for TV and 20% for radio.
-74% of Australians claim they are using more types of media now than in the past.
-45% of people consider that newspapers in conjunction with their websites shape the important issues of the day, compared with 36% for free-to-air TV.
-Newspapers are regarded as setting the agenda for the day for all age groups surveyed, not just the older reader. Even when considering the printed version of newspapers alone, 14-24 year-olds are more likely than 25-34 year olds to hold this association (33% versus 28%), and are only slightly less likely than 25-49 year olds to have this view (35%).
-33% of consumers believe newspaper content is the most respected, compared with 17% for TV, and 13% for radio
-36% of consumers feel not only better informed but also educated by the content they read in newspapers, compared with 29% for TV and 20% for radio.
-Although they are making extensive use of digital media, Australia’s youth demographic has the highest level of trust in printed newspapers, with 42% of 14-17 year olds, and third of 18-24 year olds see the medium as having more credible content than other media.
-Newspapers Today reveals that the reputable nature of newspapers’ editorial content flows across into the advertising carried in the medium. Newspaper advertising is seen by consumers as the most believable of all, and newspaper advertising is substantially less likely to be ignored than on TV.
For a copy of the Newspapers Today report contact The Newspaper Works.
And just incase you hadn't heard of 'The Newspaper Works' before (I know I hadn't), here's some info:
The Newspaper Works is the industry body for the major Australian newspaper publishers and acts as a resource centre for advertisers and agencies as well as for publishers and the broader industry. It was established in 2006 by Fairfax Media/Rural Press, News Ltd, APN News & Media and West Australian Newspapers to promote the interests of its stakeholders and manage a number of industry initiatives. Primarily, The Newspaper Works’ mission is to increase newspapers’ share of national advertising revenue, and to achieve this it pursues two key strategies: promoting newspapers as a powerful and influential medium for advertisers; and consolidating newspapers’ position as modern and relevant within a media landscape that is constantly evolving. The Newspaper Works is also a unifying resource for the newspaper industry, providing research, marketing tools and other support necessary to demonstrate the value of newspapers to key target audiences.
Tracking the media, monitoring the message
